My Story

Hi, I'm Saira - And I Get the Tradie World

Here's a little bit about me and why I'm passionate about helping tradies get found online.

In the mid-2000s, I completed a communications degree at Wollongong University. Then I began working in sales and marketing for a chemical company, where I focused on the water and waste treatment industries. This early experience taught me how to explain technical services to everyday customers - a skill that's gold when writing for tradies.

After three and a half years, I went back to uni and started doing what I thought I always wanted to do, my master's in Journalism.

This was an amazing degree. I chose an 8-week internship subject to be part of this degree, and I travelled to Laos for 4 weeks during my mid-session break and helped at Vientiane Times, an English-language Newspaper in Vientiane, Laos.

My next internship was completed at ABC Illawarra towards the end of the year, and the following year I moved interstate to begin working as the sole journalist at the Balonne Beacon in St George, QLD, hometown of Barnaby Joyce. Working in regional Queensland taught me how to write for real, down-to-earth people, not corporate executives.

After a short stint there, I moved back to NSW and stayed in Sydney with my mother while doing some contract work with the Strathfield Good Food Guide.

I then moved back to Wollongong, and after working as a waitress for a short time, I worked for another short period in Sales and Marketing at the Illawarra Mercury.

After becoming a mother, I returned to waitressing and then began a part-time admin and copywriting role, which lasted for just under ten years.

But here's what really shaped my understanding of the tradie industry: my husband works in scaffolding. Through him, I've learned the challenges tradies face every day - from explaining technical work to non-technical customers, to competing against bigger companies with flashy marketing budgets, to the frustration of losing jobs to competitors who simply show up higher on Google.

I've seen firsthand how skilled tradies can struggle with online marketing. You're experts at your trade, but why should you have to become SEO experts too? That's where I come in.

I recently completed a Certificate III in Information Technology (Web Design) and have been upskilling and re-learning the various aspects of copywriting, specifically focusing on how to help Australian tradies get found online.

I am a people person, and I love helping people. My goal is to use my industry knowledge, engaging personality, and passion for researching current SEO trends to help tradies like you get more local jobs through a better online presence. I write copy that sounds like a real person, not a corporate robot.

I understand that you don't have time to mess around with complicated marketing strategies. You need copy that works, gets you found on Google, and brings in more customers. Simple as that.

I'll be sharing some copywriting insights on the first Wednesday of every month.

Thank you to bernadetteschwerdt.com.au and copyschool.com for encouraging me to turn my passion into an opportunity to help other businesses stand out.

Cheers, Saira